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Twitter just announced via blog post that it has launched an advertising API, which will allow brands to run ad campaigns through the company’s API partners, rather than having to buy them through Twitter itself.
This confirms a report by TechCrunch’s Ingrid Lunden saying that Twitter would launch its ads API sometime in the first quarter of this year. At the time, Ingrid noted that Twitter’s ad-buying interface requires you to upload promoted tweets one at a time, an approach that’s unwieldy for large campaigns. She also said that an API creates the opportunity for more sophisticated targeting and tools.
The initial five partners for the program are Adobe, Hootsuite, Salesforce, SHIFT, and TBG Digital. Twitter says it has been testing the API with them since January. We can probably expect that number to increase fairly quickly, and indeed the blog post includes a link to an application for potential partners.
Here’s how Twitter describes the program:
What this means is that as marketers, you’ll soon have the ability to work with our initial set of Ads API partners to manage Twitter Ad campaigns — and integrate them into your existing cross-channel advertising strategies. Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices — all at scale.
You’ll note that the post also nods towards the importance of preserving Twitter’s user experience. Elsewhere in the post, the company writes, “As interest in Twitter has grown, our focus has been on delivering better ads for users, not more ads.” (That hasn’t stopped some Twitter users to view any ad-related announcement with skepticism.) Nothing in the announcement should lead to immediate changes in the user experience, but one of the main reasons to launch the API is to grow the program, so I’d be surprised if we don’t see more ads at some point. Hopefully the “better” part will hold true, too.
We’ve also reported that Twitter hit $350 million in revenue last year, and that it expects to hit $1 billion sometime in the next couple of years. (There are conflicting reports about the exact timeline.) The Ads API could be an important step towards hitting that goal.
Created in 2006, Twitter is a global real-time communications platform with 400 million monthly visitors to twitter.com, more than 200 million monthly active users around the world. We see a billion tweets every 2.5 days on every conceivable topic. World leaders, major athletes, star performers, news organizations and entertainment outlets are among the millions of active Twitter accounts through which users can truly get the pulse of the planet.
Created in 2006, Twitter is a global real-time communications platform with 400 million monthly visitors to twitter.com, more than 200 million monthly active users around the world. We see a billion tweets every 2.5 days on every conceivable topic. World leaders, major athletes, star performers, news organizations and entertainment outlets are among the millions of active Twitter accounts through which users can truly get the pulse of the planet.
Source : feedproxy[dot]google[dot]com
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